After sitting down with Tyler and Natalie for the initial design discovery meeting, we agreed that the logo should be based on the design of the estate. This would provide a recognizable symbol and immediately gives you a feel for the venue. A quick photo shoot allowed me to get the right angle for the illustration to be designed from. Before starting the design concept phase, we had a design direction meeting where we went through a collection of inspirational designs and commented on what we liked and didn’t like in other designs. This meeting ensures that we are on the same page before the concept phase begins.
After many concepts and revisions, the brand mark was narrowed down to this. The goal was to keep it as simple as possible while still keeping the distinguishing characteristics.
Along with the horizontal format, we wanted to also have a circular version of the logo that could be used in smaller spaces such as social media profile pictures.
The typography, colors, and patterns were selected to reinforce the quality and era of the venue. Printed material will use the metallic gold for a high-end look.
One observation in looking through competitors’ magazine ads was that most of the ads used full-color photos. The ads that stood out used black and white photography. Instead of black and white, the Haseltine Estate brand uses a monochrome treatment of the photos based on the brand colors. This will help the photography stand out from everything else as well as reinforce the brand in the eyes of the audience.
Dustin exceeded expectations, and in a very timely manner. It is a testament to his work that he is able to crank out such high-quality results in such a short time. Creating a brand and look is very important, and should be an automatic up-front expense. The investment in Longitude was well worth it at a very fair price. I would very much recommend Longitude to friends and family, or really anyone looking to start a business or looking to refresh their current business.